@inproceedings{2a85f52c96fc4e3783882301c99d9f36,
title = "Role of Sharing Intention in Webtoon Consumption: Mediation Effect",
abstract = "This study observes the webtoon consumption behavior of users who wait and experience webtoon contents for free, and investigates factors that increase purchasing intention, focusing on changes in their intention. Existing studies have proven that users' sharing intentions can affect purchase decisions and behavioral intentions. We assume that the sharing intention can affect the purchasing intention and that the effect on the purchasing can be confirmed by verifying the mediation effect of the sharing intention. The survey data of users who have experience watching webtoon contents (n=220) were analyzed to regression analysis by using SPSS PROCESS macro. The results were shown the indirect effect and the complete mediating effect of sharing intention and were indicated sharing intention improves the purchase intention by mediation.",
author = "Jungwoo Nam and Chung, \{Won Young\} and Daeho Lee",
note = "Publisher Copyright: {\textcopyright} 2022 Owner/Author.; 21st International Conference on Mobile and Ubiquitous Multimedia, MUM 2022 ; Conference date: 27-11-2022 Through 30-11-2022",
year = "2022",
month = nov,
day = "27",
doi = "10.1145/3568444.3570586",
language = "English",
series = "ACM International Conference Proceeding Series",
publisher = "Association for Computing Machinery",
pages = "288--291",
editor = "Tanja Doring and Susanne Boll and Ashley Colley and Augusto Esteves and Joao Guerreiro",
booktitle = "Proceedings of MUM 2022, the 21st International Conference on Mobile and Ubiquitous Multimedia",
}